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Foxtel has joined forces with digital marketing agency, Datalicious, to introduce personalised content and data analytics capabilities across its digital offering.
The deal was announced a week after the media company opted to bring video programmatic buying in-house through a deal with programmatic ad platform vendor, TubeMogul.
Under the latest deal, Datalicious will deliver a data analytics review, implement the SuperTag tag management platform, and help Foxtel implement Adobe’s SiteCatalyst, Google Analytics and marketing tags.
Foxtel will also roll out the agency’s OptimaHub data management platform (DMP), which combines DMP capabilities from cloud-based data software vendor, Krux, with Datalicious’ big data platform, DataCollector, plus its DataExchange offering. These allow an organisation to capture, organise and segment unique audience intelligence in order to recognise and retarget individuals across all digital assets.
The program of work is part of efforts to improve Foxtel’s ability to target digital content and display advertising to consumers based on behavioural and customer account data.
Datalicious founder, Christian Bartens, said the partnership with Foxtel was a significant win for the agency, which has traditionally worked with financial and telecommunications organisations.
“Foxtel is such an innovator in the media space, so we’re looking forward to working with the company in innovating the online experience for its customers,” he said. “With SuperTag and OptimaHub, we can make it easier for the Foxtel marketing team to implement campaigns across their digital assets from a single platform environment.”
Foxtel head of online performance and analytics, Willem Paling, said Datalicious will enable better insights and more effective digital campaigns.
“Managing our site analytics and digital marketing data collection with SuperTag and OptimaHub provides Foxtel with better, cleaner data, and a more agile digital marketing technology stack for our in-house trading desk and online production teams,” he said.
“OptimaHub and Krux make it easy for us act on data by delivering personalised campaigns to the same segments of customers and prospects, both on foxtel.com.au and in display advertising.”
Krux launched its Australian presence earlier this year. Local customers include News Corp, Network Ten, Carsales, REA Group and CCI.
Last week, Foxtel also announced a deal with TubeMogul to bring its programmatic video advertising buying operations in-house. The move is aimed at retaining control of customer data while increasing transparency across online branding operations, the company stated.
Foxtel already manages its programmatic digital media buying internally, and will debut the video software functionality in coming weeks. In a statement, Foxtel director of marketing operations and media, Justin Robinson, said video was a key part of its efforts to shift more media spend into digital channels.
"We’re very excited about the partnership with TubeMogul because it allows us to make smarter decisions about every video ad we buy and reach the right audiences using the power of programmatic software,” he said.
Robinson said Foxtel will leverage TubeMogul’s full product suite for media buying, including BrandPoint, a tool for accurately buying digital video on a target audience rating point (TARP) basis.
Australians lead the world for programmatic video advertising adoption Snacking brand group, Mondelez International, also signed a global agreement with TubeMogul to utilise its programmatic video capabilities in June.
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